FICCI Frames 2011 opened yesterday with the lighting of traditional lamp by Anushka Sharma, the rising star of women in Bollywood horizon, joined by Sachin Pilot, Union Minister for Communications and IT and other dignitaries, including including Yash Chopra, Kamal Hassan, Karan Johar, Harsh Mariwala, James Murdoch and the Canadian High Commissioner to India and Bhutan, Stewart Baker.

His speech of James Murdoch, chairman and CEO of News Corporation Europe and Asia, while strongly in favor of September to send the sector called for the complete digitization and distribution to make 100% addressable and continue to encourage foreign investment direct the investment rules for the Indian government to allow foreign television networks also pump money to achieve. He felt the potential of these initiatives' in the creative sector in India and provide the best options for viewers. He criticized the current regulatory system, which is heavily skewed to favor cable operators, leaving the channel entirely dependent on advertising revenue to their diet, which is not sufficient to develop quality content for a wide range of needs of families. He also urged that existing players should be able to vertically integrate.

It was the constant refrain of the broadcasting industry who are not receiving a fair share of subscription due to the lack of a cable network in India addressable. They believe that digitization will solve this problem and improve profitability.